Helpful Tips

Every business I partner with is an expert in something and they hold a valuable amount of specific information people want to know. What seems like no-brainer information to you might be very interesting to your target market. So how do you share that information? First thought for many is through social media outlets. I agree with that but I also know that the key to marketing is a balance.

My client, HammondKnoll, has a long established reputation for being the go-to cleaners for all things carpet and more. They provide their customers a spot remover solution for maintenance in between cleanings. They also have a great list of how to get specific stains out so we were able to combine these items into a great promotional piece I’d like to share.

This brochure hangs off of the cleaning solution and features information about how to clean your carpets from various stains like soft drinks, wax, lipstick and more. Handy, right?

It also features their contact information should you need the help of a professional. I think this is a good example of how print is so valuable when you can use it to enhance a product.

Just for fun, the image below is a close up of the print showing the color dots that form on the paper to create the image our eye sees at a distance.

Youth Group Identity Makeover

I recently paired my talents with my church to overhaul the look of their youth program. I am proud that we worked to create an image that represents the the youth group collectively and provides another bridge for everyone to connect.

Here is a look at what we did. We started with a logo design that features bright colors with a reference to a cross in the “t” of the abbreviated church name. Emphasis was added to “you” on the “youth.”

There were a few key elements to support the new look that would work really hard for the brand. Overall, this is a pretty shocking change for the Youth Director to manage so our focus was making elements that could be used a lot and with ease.

Digital background designs: It was important to have some slide designs that could have multiple content uses. Backgrounds with multiple colors were created to be paired with images and text as needed.

Blog Design: WordPress is a great match for the uses and needs of the youth group’s blog. A simple to use and clean design was implemented.

Brand Launch Graphic: In order to introduce the new look to the youth group, we created imagery to be used through visual expression. An instant look and feel for viewers to relate to.

Image Filters: Image filters are quite popular these days so we created image filters that can be applied to photographs.

This is a great example of how careful planning can really make a small amount of branding elements work really hard to create a bigger image and tie things together.

Be Authentic

During some client meetings and consulting sessions this past month, I have had a re-occurring conversation that I thought would be great to share on my blog.

My competitor is successful, I want to copy- but not copy what they are doing.

In life, we’ve all followed the thought of assuming people are better off than ourselves, in whatever way you measure your success. This same thing happens with branding your business. Part of the discovery process includes finding those that you admire, those that you don’t and define why you feel that way. This is something to do with great caution.
I’ll assume you all have the friend on Facebook who puts on a big show about their perfectly full of excitement life for all to see but we know there is more to it than that. They aren’t the ones posting about running late to an important meeting, a casual relaxing Friday night or how messy their home might be from trying to keep up. They are keeping up the show at all times. Brands can do that too.

I pull the reins back every time I hear a business owner in conversation with me about making their business card, their website, their mailer or whatever it may be look just like their competitors… but not to copy it. When I start to ask why, I start hearing assumptions about how successful they are so what they are doing is right. That may be true, but it might not be. Truth is, it takes a well rounded effort to succeed with your marketing being the driver. You’ll need to follow up, check in, close deals, provide supporting information and make sure your content on your marketing materials is turning your audience into a fan club for your brand.

Most importantly, you’ll need to be authentic. Don’t be afraid to be yourself.

The Only Thing Consistent Is Variety

I never would have been able to guess that I would work on such a variety of projects, learn about so many different industries and most importantly, truly help businesses profit when I graduated college and entered the industry. I have been designing for 9 years now and the journey has never lacked variety or challenges.

It is what fuels my fire and feeds my passion.

Every week I narrow down my projects I focus on. Recently, I’ve been capturing snapshots of those to communicate the range of projects I help my clients with. I’ve come to really appreciate this as a way to focus on my business and the goals I’ve set for myself.

Here is a snapshot reflection of projects I’ve worked on recently. This snapshot is what made me open my eyes to the variety that is my business. This captures some window design, installation instructions, logo concepting, photo gallery viewing for a website design and products to create website icons.

It is my goal to create relationships with my clients that are meaningful and continuous. I’m proud of that.

The Secret To Getting Ahead

Make today the day you start organizing your to-do lists and creating a plan of attack to cross things off. Ready, go!

Spring Cleaning For Your Brand

One of my favorite things to do is evaluate brands. It is always tricky when I enter into a situation with a brand that was developed by an uncle’s, friend’s wife who is known for her talent to craft cards. Usually, this situation takes a few directions:

• The business took off their blinders and finally gave it a critical look and has determined it isn’t something they are proud of or working for them and we get started.

• The brand is working and headed in a good direction but the creative muscle needed to grow it isn’t available.

• The business stands by their design and really wants help making it work.

To the business that has placed their brand in the hands of someone who does this as a hobby or even an employee who has this role added to a very full plate just make it happen, I’ve got some tips for you. I acknowledge that businesses can be limited on their budget and by doing so they use their resources to the best of their ability. I like the mindset of not chasing perfection but getting things out there. If you are striving for perfection, you’ll never pass go and you’ll keep finding something to get hung up on.

Don’t let your brand plateau. This is where a professional’s dose of honesty will help. I will tell you if your designs look dated, filtered, unfinished, slapped together or templated. It might be hard to hear but you’ll be thankful for this knowledge later.

If you are not ready for that, here are few things you can do to check the pulse of your brand:

1. Print out all items representing your brand currently. This includes the web related items, screen shots of your website, your social media presence, any email blasts you send out in additional to your printed collateral. Gather it all and then get it up in front of you on a wall to review.
2. Pay attention to fonts. This is usually something that is hard to spot for those who aren’t looking at fonts all the time. I like to think that everyone knows using comic sans isn’t the best choice due to over saturation, accessibility or poor usage overall giving it a bad reputation in the design community. If you use a font like this, take note. If you use too many fonts, take note.
3. Look at your colors. What colors jump out? Are they consistent? Are they all warm colors, cool colors or do you have a rainbow on your wall now?
4. As you take this all in visually, take it in verbally too. Note the tone of your copy that you use. Do you swap from corporate to casual tones?
5. How do your photographs look? Do they communicate the same message or do you notice differences in the lighting style, the model appeal or scenery?

By doing this, you should have a good feel for how your are representing your business to your market. You should notice your strengths but also notice where you can improve your branding efforts.

Spring is a great time to take a time out with your brand.

Are You Trying To Enhance Your Cool Factor?

I recently consulted a small business owner who was feeling a bit deflated by their marketing efforts. They told me all they needed was a Graphic Designer with a punch. They wanted to hear people rave about their designs and for them to create buzz. The problem was once I started to ask the questions that need answers in order to create this over the moon design for them, the answers weren’t there.

All I need is a great Graphic Designer.

Some might agree, but I strongly disagree. There is a sea full of design talent out there that can kick back some great visuals to make you smile. You’ll hear your colleagues and friends tell you how amazing it is. What is the point of that? Who cares what they think? Okay, we do care. We must remember that they are not the focus of your business.

You need to tackle the challenge of uncovering who your target market is and what makes them respond.

After you have found some clarification, create an offer with a clear call to action to support your promotion. Now you have some meat to build a strong promotion around and something your designer can give a punch to.

As a creative consultant, I am not the go-to designer for a flashy design to enhance your cool factor. I’m your go-to creative to craft a visual message that will appeal to your target market.